Every word is related to a frame. And a frame is not only reason and rational.

Metaphors are physical in the brain, metaphors are physical connections.

Framing is normal so tell people what framing is.

Reason is not rational, not free of passion, that is why framing is important, because we try to think rational inside frames.

Concepts are not neutral.

Question of Lindsay Jordan: “Frames which seem pretty much the same thing as ‘context’ – am I right?”

Context is a term from a rational thinking and understanding language. Context is a means to think about words in a rational way. Frames do have a physical, neural source. Reframing is a neuro-linguistic method where a situation or context is seen in another frame. (source http://www.downes.ca/post/54545 )